IKEA is a fast-growing multinational home furnishings company started in 1943 Sweden. Using comparative analysis of the brand Malaysia and China, this research intends to analyze relationship between attitude, experience, love, word mouth. The data collected from China (N=100) revealed that love impact This paper contributes consumer-brand relationships literature by exploring role retail brand...

Only recently, research has identified and conceptualized the new phenomenon of consumer brand sabotage where consumers have the dominant motive to harm a brand. Despite its high damage potential, the process by which CBS affects other consumers and damages the brand has not yet been examined. Furthermore, prior research has found a buffering and love-becomes-hate effect of consumer-brand relat...

today, using counterfeits is remarkably common in clothing industry. on this basis, present paper is conducted in clothing industry at tehran due to the impact of counterfeit on brand equity of original products’. it is a descriptive research. to achieve research aims, a sample consisting of 384 consumers in tehran who bought counterfeits deliberately were selected. to analyze data and to test ...

Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, attachment and attitude toward brand) their behavioral outcomes. Additionally, paper aims to how product involvement moderates these effects. Design/methodology/approach Study 1 demonstrates linkages between consumer–brand antecedents. 2, by testing nomological...

Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi-Sensory Sort” (MuSeS). Design/methodology/approach – MuSeS, a direct methodology of exploring the consumer’s symbolic universe and the unconscious expectations, is compose...

We first measure attitudes toward a product and attitudes toward product quality when an unknown brand is associated with a well-known and trusted co-brand in the form of payment and delivery options; employing a classic co-branding strategy. Theory suggests that association with a trusted brand should lead to improved positive assessment of an unknown brand. Results suggest that the popular be...

Contraceptive methods are useful in family planning and prevention of unwanted pregnancies. Studies done in different countries however have reported poor knowledge and low use of these contraceptives especially the emergency contraceptive pills (ECP). In Tanzania, the awareness and knowledge of women about ECP is not well documented. The aim of this study was to assess awareness, knowledge and...